LIGS University Digital Marketing Report: Australian Trends Analysis

This report examines the evolving landscape of digital marketing in Australia, focusing on new trends in social media and their impact on organizational efficiency. The research delves into the adoption of digital marketing strategies by Australian organizations, exploring the use of social media platforms, mobile apps, and various digital technologies to attract customers and enhance profitability. The report investigates the research questions related to how these trends are adopted, the specific technologies used, and their effects on organizational performance. It includes a literature review that provides a comprehensive overview of existing research on digital marketing, social media marketing, and their effects on business outcomes, including the use of chatbots, personalized marketing, and content marketing strategies. The methodology section outlines the research design, approach, and data collection methods employed in the study, while the findings section presents the results of the research. The report also discusses the implications of these trends for Australian organizations and provides recommendations for future research.

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Table of Contents
Introduction......................................................................................................................................2
Research Question...........................................................................................................................2
Hypothesis.......................................................................................................................................3
Null Hypothesis...........................................................................................................................3
Alternative Hypothesis................................................................................................................3
Literature Review............................................................................................................................3
Methods...........................................................................................................................................7
Research design and philosophy..................................................................................................7
Research approach and strategy...................................................................................................7
Data collection and analysis........................................................................................................7
Findings...........................................................................................................................................8
Discussion........................................................................................................................................9
References......................................................................................................................................10

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Introduction
Digital marketing is the marketing of products or services using digital technologies on
the Internet, through mobile phone Apps, display advertising, and any other digital mediums
(Allagui & Breslow, 2016). Therefore, in the preset era there are various social marketing trends
which support the organization to attract large number of customers by providing complete
knowledge and information about the product and services. In this report, “New trends in social
media and digital marketing in Australia” is selected. It is because the estimation descries that
90% of the organization adopt the does the marketing of products and services by using social
media.
The digital market allows the companies to earn more profits and sales as well as to
encourage more customers to buy the products and services (Jackson & Ahuja, 2016). In
Australia it is become the strategy to take competitive advantage and to expand their business in
the international market. The Australian organization revealed that digital marketing and new
trends in social media is used because more users in Australia remain active on social media
(Janakova, 2018). In the present research report research question that is objective of the
research, hypothesis, literature review are discussed. The report also explains methods which are
used in conducting the research.
Research Question
This describes the question which answered by adopting methodologies and using data
collection method and qualitative as well as quantitative approach. It is the important concept
because it revealed the objective and aim of conducting the research. In the present report,
research will be conducted on the following questions:-
 How new trends in social media and digital marketing is adopted in Australia?
 What are the new trends of social media as well as digital marketing technologies used by
organization in Australia?
 What is the impact of new trends in social media and digital marketing on organizational
efficiency in Australia?

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This topic is selected because it is the current business strategy for expanding and
diversifying the product as well as services in Australia. These questions will reveal complete
information about the subject matter. The research will be important it is due to the reason that
this will provide idea and guideline to the Australian organization which are not earning
sufficient profits to develop the appropriate policies and strategy to gain competitive advantage.
The organization of Australia operates their functions in highly competitive environment which
become difficult for the business to compete through adopting similar marketing strategies.
Hypothesis
It is considered the proposed evaluation which is not made through getting full evidence;
it is the beginning point which helps the researchers to investigate further so that aim of
performing the study will be accomplished (Koch, Gerber, & Klerk, 2018). This is based on the
assumption which is investigated and analyzed to get accurate findings.
Null Hypothesis
There is no significant relationship in adopting “new trends in social media and digital
marketing on productivity of Australian organization”
Alternative Hypothesis
There is significant association between the organizational efficiency and using various
new features of social media as well as digital marketing for marketing the product or services.
Literature Review
Wamba, Akter, Kang, Bhattacharya, & Upal conducted the study to understand the social
media marketing done by organization, therefore through analysis, researchers describes that
social media marketing is adopted because of marketing the product and services by major social
media platforms such as Facebook, LinkedIn, Twitter as well as Instagram (Wamba, Akter,
Kang, Bhattacharya, & Upal, 2016) It is because researchers describes that through this strategy
organization connects with several audience as well as raise the sales and profits of the
corporation. The study also finds that digital marketing is marketing the products and services by
adopting digital technology (Shen, Kuo, Ly, & Thi, 2017). In Australia corporation use mobile

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apps and does display advertising, therefore it is the system and approach in which organization
transmit the value of the product to the consumers by using digital network.
Allagui & Breslow conduct the study is understand the role and importance of digital
marketing in the organization in Australia. The findings of the study revealed that digital
marketing help in reducing the time and cost of organization (Allagui & Breslow, 2016). It is
because it involves all the types and income group people and does advertising according to the
needs and requirements of the consumers. Researchers describes that through investigation it is
find that consumers in Australia revealed that it is social media which perceive us to purchase the
particular goods and services. Guha, Harrigan, & Soutar also revealed that it make convenient
for the consumers in Australia to buy the product and services through mobile technologies
(Guha, Harrigan, & Soutar, 2018). The organization in Australia also does text messaging to
communicate with the loyal consumers regarding the distinctive features of the product.
There are various trends in social media which is used by the organization for promoting
their products (Salo, 2017). It is because this helps in increasing the segmentation and targeting
customers of the organization. The objective of the study is to understand the benefits Australia
organization get through adapting advanced technologies for doing product promotion. Through
the analysis, it is finds that digital marketing and social media features allow the Australian
organization to target more customers and adapt the internal and external environment according
to the change and preferences of the customers and dynamic environmen (Weeks, Ardèvol-
Abreu, & Zúñiga, 2017)t.
Wamba, Edwards, & Akter conduct the research to describe the technologies and new
trends of social media used by the corporation in Australia (Wamba, Edwards, & Akter, 2019).
From the analysis, it is finds that in Australia 70% of the growth is done through investing more
amount in research and development and adopting new options and technologies for marketing
the products. Koch, Gerber, & Klerk also find that in Australia organization use Chatbots and
attract customers by solving their queries instantly and estimation describes that 80% of the
organization use Chatbots for communicating through the customers as well as business (Koch,
Gerber, & Klerk, 2018).

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The findings of the researchers describes that organization in Australia use personalized
strategy to marketing the products (Jain & Yadav, 2017). It is because this helps the organization
in Australia to establish the brand reputation and reduce the cost of the organization. This is done
because organization earns more profits and revenue in the particular year. Therefore, the
organization also does improvement in research and development to understand the requirements
of the consumers in efficient manner.
The various trends and digital marketing strategies is followed by Australian
organization, therefore the present topic is to understand the trends and framework adopted by
Australian organization for gaining competitive advantage (Gilani, Salimi, Jouyandeh, Tavasoli,
& Wong, 2019). The primary method that is survey method is used to identify the opinions and
preferences of the customers. From the analysis, it is demonstrate that organizations use live
video strategy to provide the demos and complete information about the product to large number
of audience. Therefore, the researchers also describe that organizations also use major social
messaging application to encourage more customers such as WhatsApp, Wechat as well as
Facebook messager.
Li, Wei, Xiong, Feng, Ye, & Jiang also find that majority of the organization in Australia
also use the strategy of social media stories. In Australia organization use Snapchat, Instagram
stories features to increase the brand awareness and to get the opportunity to contact with young
consumers (Li, Wei, Xiong, Feng, Ye, & Jiang, 2017). Researchers also demonstrate that
through this organization constantly engage with their followers. The organization in Australia
provides the facility to the consumers to make payments and to give complete knowledge about
the product (Janakova, 2018). Researchers find that in Australia organization use social media
for sharing the post in which corporation also use tagline to motivate the consumers to buy the
products of the organization.
Carrotte, Prichard, & Lim describe those trends in social media as well as digital
marketing leads in influencing the Australian organization efficiency in positive manner
(Carrotte, Prichard, & Lim, 2017). The findings of the study revealed that this strategy leads in
increasing the growth options for the organization and provide the opportunity to earn more
conversion rate it is because marketing through social marketing support the organization to
create efficient channel of communication through consumers. Zailskaitė-Jakštė & Kuvykaitė

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also revealed that there is relationship among digital marketing and organizational effectiveness
(Zailskaitė-Jakštė & Kuvykaitė, 2016). It is because to solve various problems of the consumers
as well as in Australia organization give better return on investment for the investment.
Tam & Kim demonstrate that not much of the study is conducted to understand the
association between the new features used for doing marketing through social marketing and
outcomes of the organization in Australia (Tam & Kim, 2019). The objective of the study is to
understand the social media and digital marketing on the overall objectivity of the corporation.
The information gathering is done through adopting secondary method that is through reviewing
the existing articles. The findings of the study revealed that there is direct relationship between
both of them and give the facility to the organization in Australia to earn more revenues in the
short run.Therefore, through this organization gets the capability and ability to operate their
functions in competitive environment, it is because of dynamic environment and changes in the
preferences and behavior of the customers (He, Tian, Chen, & Chong, 2016).
The findings of the study reveal that organization in Australia use content marketing
strategy for adopting the new trend in social media that is in this organization does the marketing
by following the three steps (Rahman, Hassan, Hj, Osman, & Waheed, 2019). The steps include
content curation in which organization defines specific and useful content which should be
appropriate for the target audience. Therefore, further content is shared on social media.
Researcher also revealed that organization also use monitoring strategy to evaluate and examine
the results received through digital marketing and in this Australian organization also evaluated
the comments of the audience.
Ruge & Denison describe that majority of the organization use digital marketing for
encouraging more customers and to increase loyalty among the consumers (Ruge & Denison,
2017). The results describes that researchers use e-mail marketing, design the websites and make
better relations with the customers through text messaging through the loyal customers. The
organization in Australia also writes article and blog to attract more customers. The research also
have various advantages that it provide complete information regarding the strategies Australian
organization use to reach large number of customers and to increase the targeting and
positioning. Therefore through positioning researchers estimated that it increase the brand loyalty

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among the customers because of promoting the product and increasing the reputation of product
in the eyes of the customers (Jackson & Ahuja, 2016).
Methods
Researchers used various methods to provide guidelines and to maintain efficiency in
conducting the research (Wamba, Edwards, & Akter, 2019). These are the methodologies which
help the researchers to use the appropriate philosophy and framework so that objective of
conducting the research will be accomplished.
Research design and philosophy
It is the method which helps the researchers to select appropriate method for collecting
and evaluating the information (Tam & Kim, 2019). In the present research “descriptive research
design” is used because through this most adequate method of gathering the information about
new trends of social media and digital marketing is done by organization in Australia. For getting
the additional information about the strategies used by the Australian organization to attract
customers “interpretivism philosophy” is used in the research. This can also support in finding
the comprehensive information to define the key themes of the subject matter.
Research approach and strategy
These are the framework and structure through which critical analysis of the subject
matter is done by the researchers. In the present researchers “deductive approach” is used
because this helps in findings the benefits Australian organization received through adopting the
social media as well as digital marketing strategies. In this in-depth evaluation about the study is
also done by identifying the supporting themes. The research will also use experimentation
research design to evaluate the accuracy of the information so that aim of performing the study
will be achieved.
Data collection and analysis
In the present research secondary method is used to collect the information, in this
research literature review method is used to critically analyzing the author’s opinions and ideas
about the digital marketing strategies adopted by corporation of Australia. Therefore, through
these key themes such as social media, digital marketing and organizational productivity is also

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revealed. This is critically taken into concern because overall efficiency of the research is based
on the data collection method.
The data analysis of the research is done through qualitative approach that is in this
critical review approach is used for investigating the information. Therefore, in this author
findings and analysis is written so that accurate understanding about the application of new
trends and features of social media as well as digital marketing is adopted by organization in
Australia so that efficiency and productivity of the organization will be attained.
Findings
From the above articles reviewed it is demonstrate that social media marketing is the
strategy and approach organization adopt to promoting the goods and services through Facebook
and Instagram stories (Jain & Yadav, 2017). The digital marketing is also major framework
which organization maintained by using mobile phones technology etc. The authors revealed that
90% of the organization used this to gain competitive advantage and to maintain the loyalty
among the customers (Wamba, Edwards, & Akter, 2019). Therefore, in the recent years
customers gets attracted because of encouraging through social media application and also
through other segments. The authors also finds that this improve the functions of the
organization.
The organization in Australia adopts WhatsApp, Facebook messager and Wechat to
communicate large number of audience and to understand the needs and demands of the target
customers (Shen, Kuo, Ly, & Thi, 2017). The organization also use stories features to aware the
customers about the new features of the products in Australia. This also supports the
organization to maintain good relationship with the customers. Researchers revealed that there is
direct association among the social media and digital marketing with the organizational
efficiency (Salo, 2017). It is because this influence organization positively and allow the
corporation to spread more information. In Australia, corporation also uses mobile technology to
ask feedback from the customers and to provide information about the new offers (Ruge &
Denison, 2017). The organization also provides more offers to their loyal customers and provides
information through e-mail and text messaging.

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Discussion
The above estimation revealed that social media application and text messaging is major
policy which increases the revenue and profitability of the organization (Jain & Yadav, 2017).
The organization in Australia gets various benefits advantages through using these new features
and trends of social media for promoting their product such as attracting audience and increase
the scope of the organization for target customers (Rahman, Hassan, Hj, Osman, & Waheed,
2019). The several methodologies are used to get the adequate information and to understand the
different opinions and ideas of the researchers.
Through the analysis, it is finds that study also has some limitations that it does not focus
on the specific digital marketing technology. The study also get information through using
secondary that is no primary method is used to identify the opinions of the organization and
perception of customers towards adopting “new trends in the social media and digital marketing.
Therefore the study also reveal future implications that is in future other researchers can conduct
the study by focusing on particular digital marketing medium and by adopting primary method as
well as by taking large sample size so that most of the respondents gets involve in the study.
References

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cases. Public Relations Review , 42 (1), 20-30.
Carrotte, E. R., Prichard, I., & Lim, M. S. (2017). Fitspiration” on social media: A content
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Gilani, E., Salimi, D., Jouyandeh, M., Tavasoli, K., & Wong, W. (2019). A trend study on the
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